Mélanie Dallé (Traackr): “Influencer marketing has evolved from an experimental strategy to a mainstay of targeted brands” – Image
If influencer marketing has presented a somewhat cloudy image in recent months, it has nevertheless become an important communication tool for brands. Traackr, a tool for influencing and connecting companies and influencers, as well as campaign management, budget optimization, program management and market benchmarking, took a closer look at its role in social commerce in the survey. Mélanie Dallé, EMEA Marketing Manager, Demand Generation at Traackr, reveals the results exclusively to CB News. The interview.
CB News: You just published a report on the impact of influencer marketing in 2023, where you tried to analyze “How social commerce, video content and platforms shape the influencer marketing experience in France”. What is your definition of “Influencer Marketing”?
Melanie Dalle: Influencer marketing is the process of identifying, researching, engaging, and supporting individuals who create high-impact conversations with consumers about a topic, brand, product, or service.
Influencer marketing offers brands the opportunity to collaborate and build relationships with influencers who are listened to and followed for their online experience.
Influencer marketing is a vital channel for many brands. As the experience matures, brands of all sizes see influencer marketing as an increasingly valuable part of their overall marketing strategy—moving influencer marketing from an experimental strategy to a mainstay of targeted brands.
CB News: The market is certainly not new, but it is growing rapidly despite its upheavals… What was the methodology of your survey?
Melanie Dalle: We really wanted to understand how generations are consuming content online and from influencers, and what platforms, formats and messages are most influencing these individuals today.
Between November 10, 2022 and November 11, 2022 in France, we interviewed 500 people from Generations Z and Y (Millennials) on the Pollfish online survey platform.
CB News: Intuitively, we don’t think Meta is the most prominent platform with its content. And yet… Is it all a matter of generation?
Melanie Dalle: Yes, Instagram is the most used platform overall and Facebook is also in the top 5, at number 4.
Millennials use Facebook more than Gen Z, and Gen Z uses Snapchat more than Millennials. What’s interesting is that Twitter really struggled to take fifth place among Gen Zers. In contrast, Snapchat is in the Top 5, both among Millennials and Gen Z.
What’s interesting is seeing Snapchat and TikTok at the bottom of the podium for Millennials, and the opposite for Generation Z.
We can definitely conclude that Instagram, Snapchat and TikTok formats (of course, more ephemeral and creative than other platforms) are the most attractive for the younger generations.
CB News: What are these generations watching on these platforms? For what reasons?
Melanie Dalle: Funny videos! TikTok has truly revolutionized content for the benefit of video formats. Today, all platforms are taking advantage of this trend, such as Instagram with Reels and Stories, and YouTube, which recently introduced Shorts.
We reported that 61% of respondents prefer to watch humorous videos on social media. Food videos are second, fashion videos are third, sports videos are fourth, and travel is fifth.
These results also vary by gender. 65% of female respondents (identifying as women) prefer food videos to beauty and fashion videos. Meanwhile, 71% of men (who identify as male) prefer sports videos, followed by humorous content and travel.
CB News: In the end, why social media?
Melanie Dalle: Very good question! When asked what type of content they interacted with the most (ie, content they liked, commented on, shared), respondents also mostly answered: humorous content.
Preferences vary from one generation to another: Millennials prefer educational content and advice/inspiration type slightly more than Gen Z.
However, what drives consumers to interact with content is quite different from what drives them to follow a brand on social media. All respondents answered that product/offer recommendations are the number one reason they follow a brand.
Interestingly, younger generations are more sensitive to brand messages and values, indeed, Gen Z are 12% more likely to follow a brand on social media based on their message and values. .
CB News: In your survey, you study consumer behavior in social commerce… Are we not going to do the same thing from one platform to another? In fact, aren’t they complementary?
Melanie Dalle: As in everyday life, we get information and opinions from various sources before buying a product (at least for me). The same is true in social networks.
In France, it appears that the platform on which consumers search for products is not necessarily the platform on which they purchase products.
23% of respondents ranked YouTube as the platform they use most when searching for product information and online reviews.
On the contrary, 51% of respondents rated Instagram as the social platform from which they would buy the most products.
In a sense, yes, we can say that the platforms complement each other. First of all, it is important to understand their use – how they are used, for what reasons, with what messages. That’s why we decided to conduct this survey. All of this is important to understand when you want to develop an influence strategy and make an impact. The same campaign will not have the same impact on Instagram as it does on TikTok. It is important to know this and plan accordingly.
CB News: What are consumers buying on the platforms? Conversely, are there any types of products that are not of general interest?
Melanie Dalle: Consumers are increasingly interested in lifestyle products – fashion, beauty, personal care, homeware…
However, this ranking changes when indexed by generation and gender. Gen Zers are 12% more likely to purchase food and beverage products than Millennials. Additionally, women are 42% more likely than men to buy beauty and personal care products, and men are 27% more likely to buy electronics.
However, fitness products are the least interesting of both generations.
CB News: We have sometimes questioned the role of influencers in the buying process. What about? Trusted third party or not?
Melanie Dalle: We know that consumers are willing to buy products on social networks, but what motivates them to take this step?
Our survey found that 66% of respondents would buy a product if they knew an influencer and trusted their posts about that product. And 45% say they’re more likely to buy a product if it’s recommended by an influencer they follow on social media.
Even more interestingly, Gen Xers are 15% more likely to buy a product than Millennials if the influencer knows and trusts posts about the product.
In short, influencers can be said to influence buying behavior.
CB News: What is the basis of the choice of purchase? The main issue is not the price?
Melanie Dalle: Price will always be a crucial element when buying, but it is not the most important element! Today, consumers prioritize sustainability and brand values. In fact, 64% of respondents consider price less important when purchasing a product from a brand that matches their values.
Therefore, it is not surprising that new brands appear according to this principle. Especially in the beauty industry, brands like Rare Beauty and Fenty Beauty have gained popularity due to the initiatives they have taken to protect their message and values.
CB News: What are the highlights of this study for you?
Melanie Dalle: The use of social platforms varies by generation, but Meta applies itself.
Humor is considered the best choice of video content.
The power of influencers is certainly on the rise, especially in terms of purchasing behavior.
Consumers are more interested in a brand’s values and purpose than the price of a product or service.